Moral compass
Immersing audiences in Big Mouth's morally complex world through an interactive web experience that tests their ethical boundaries.
The K-Drama audience is saturated with new releases, making it challenging for any one title to break through the noise. Traditional promotional methods—trailers, posters, and teasers—might generate awareness but lack the engagement needed to make Big Mouth a must-watch. The show’s strength lies in its intricate moral dilemmas, yet simply telling audiences about it wouldn’t capture its intensity. Fans needed a way to feel the stakes before the show even premiered.
We created an interactive moral choice experience that mirrors the psychological tension of Big Mouth. Users were presented with morally conflicting scenarios, each requiring them to make difficult decisions—just like the show’s protagonist. Every choice revealed a never-before-seen snippet from the series, offering an exclusive preview of the high-stakes drama awaiting them. This approach:
Immersed fans in the world of Big Mouth, teasing its tone and themes.
Encouraged social engagement as fans debated their choices online.
Built anticipation by rewarding curiosity with exclusive content.
High Engagement: Fans eagerly participated, discussing their choices and moral standings.
Increased Talkability: The interactive nature of the experience sparked discussions across social media, creating organic hype.
Stronger Viewer Commitment: By making fans feel personally invested in the story before its release, we ensured Big Mouth became a highly anticipated must-watch on Disney+.
